Each project has a different measures of success. For E-commerce sites, we want to see an order placed. For many other types of sites, we are hoping for page views, or specific actions, like when a user fills out a (link) contact form to get more information.
Our approach to web analytics is to find those goals and track them over time, looking at the data to improve the performance of your site at helping visitors reach those goals. Analytics are a key driver of our commitment to continuous improvement over time.
Web analytics are particularly powerful when combined with web marketing efforts to drive traffic to the site. By understanding which marketing channels send visitors that reach a particular goal, we can improve advertising placements to get the right kind of visitor to the site.